• Journal of the Korea Fashion and Costume Design Association
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• v.11 no.3
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• pp.87-99
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• 2009

The purpose of this study was to find out criteria for classifying fashion brand from the consumer point of view. This was compared with the viewpoint of fashion business practice in order to develop strategy of fashion brands and to manage brand effectively and systematically, and to suggest theoretical frame for application of these criteria. This study was researched as the succeeding study of a model of criteria for classifying fashion brands from the viewpoint of fashion business practice. Survey was used as a research method. The subjects were 422 women who were 20-30 years old and living in and near Seoul. Questionnaires were developed based on 37 fashion brands' classification criteria by means of pre-survey, and SPSS package and LISREL program were used to analyze the data. As a result of factor analysis considering 37 classification criteria, 8 factors were identified as classification criteria. They were as follows; the level of brand form, the level of product concept, the level of management item, the level of brand sales ability, the level of customer management, the level of brand advertising and awareness, the level of brand value, and the level of product lead ability. All of criteria were correlated to each other. The effective method to classify fashion brands was proposed by establishing the model of the relationship of the values of 7 criteria and by proving it with the structure equation model analysis. The model of criteria for classifying fashion brands that was suggested on this study was proved by the structure equation model analysis. In this study, from a consumer's point of view we suggested a theoretical framework describing which criteria would be selected to classify and utilize fashion brand market. This model can be used to select the most efficient classification criteria and classify them hierarchically instead of selecting only one among some factors that complex and interactional and classifying.

• The Journal of Industrial Distribution & Business
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• v.5 no.2
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• pp.21-28
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• 2014

Purpose - This study aims to understand the brand marketing of agricultural products and redefine their status in South Korea by analyzing impacts on consumer buying behaviors. Research design, data, and methodology - Products, with independent variables, were divided into agricultural brand products and generic products. Dependent variables were limited to expanding sales of a specialty brand through consumer awareness, consumer buying behavior, and confidence in agricultural products' quality. Control variables were based on characteristics of products such as freshness, safety, quality, and their category. Moderating effects were examined on consumer characteristics, including income levels and age. Results - Consumers increasingly purchased agricultural brand products rather than generic agricultural products because of the general reliability of quality assurance. Conclusions - Large agricultural specialty stores have enhanced the perceptions of quality assurance, freshness, safety, and diversity. Through a critical analysis of the domestic consumer income levels and age, gender, and demographic factors, such as agricultural consumer buying behavior not affecting consumers' health and life, this study proposes positive changes in quality perception.

• Journal of the Korean Data and Information Science Society
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• v.24 no.6
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• pp.1231-1239
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• 2013

Recently, successful management of the brand is more important than anything else to enhance the competitiveness of enterprises and increase customer loyalty. Most customers evaluate value and image of an enterprise in accordance with their experience of its goods and service. This study focused on the Fisheries Cooperative Association representative brand for the marketing point of view and attitude shall establish a scheme that can identify. We suggest a model that can measure the brand equity index (BEI) for equity. Based on the survey, we intended to provide the strategic direction and derive important factors for improving brand equity.

• The Journal of the Korea Contents Association
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• v.10 no.1
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• pp.147-159
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• 2010

The touch screen phone launched domestically in Korea, unlike the existing plane UI, it applied a cubic shape of 3D UI which provides three dimensional solid graphic. This study proposes to examine the correlation between the users' experience of 3D GUI, which were made by two different companies, and the brand. From this point of view, this study sets up a hypothesis about intimate correlation between individual differentiated brand and the user experience. Base on that, a model was designed. This study measured the satisfaction of user experience through the disclosure and non-disclosure of brand, focusing on 3D GUI cases which were launched so far, and it demonstrated that there was a clear difference in the degree of satisfaction. Through this examine, a brand was confirmed as one of the important element of user experience in using the 3D GUI that was launched competitively by companies. Therefore, the result of this study suggest that the designers need to establish strategies that make the brand as the core subject of design during the process of manufacturing product and service.

• The Journal of the Korea Contents Association
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• v.16 no.7
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• pp.91-99
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• 2016

This study explores the effects of advertising's interactivity on consumers' attitude, brand awareness, intention of word-of-mouth and purchase intention through a comparison between high interactive advertising and low interactive advertising. Experiment was carried out with two factorial design using high and low interactive advertising messages and two different countries. The respondents were 120 Korean and 120 Two hundreds forty valid questionnaires were collected. According to the research results, the brand awareness and attitude of high interactive advertising is much higher than the low one to the consumers of Korean and Chinese. The consumers of Korean and Chinese who were exposed to high interactive advertising have high intention to word-of-mouth in high interactive advertising. Korean and Chinese consumers also have high intention to purchase when they watch the high interactive advertising. Between two countries, Chinese consumers have higher intention to purchase than Korean consumers.

• Korean Journal of Human Ecology
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• v.17 no.3
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• pp.485-492
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• 2008

The study is to provide the types of fashion consumption of male and female university students and to analyze fashion involvement to the types and students' source of fashion information. Then the correlations were examined between fashion involvement and source of fashion information. The data were analyzed by a factor analysis, one-way ANOVA, Duncan test, cluster analysis, cross-tabulation analysis. The results are as follows: 1. The awareness about fashion consumption is classified into five factors: "hedonic consumption", "impulsive consumption", "brand loyal consumption", "prudent consumption", and "independent consumption". The fashion involvement to the types is categorized into four factors; "pleasure", "trend", "image", and "risk awareness". The source of fashion information is categorized into "mass media", "product information", and "personal information". 2. The fashion consumption is classified into three types: "an independent consumer type", "a brand loyal/ prudent consumer type", and "an impulsive consumer type". 3. In the fashion involvement to the types and the source of fashion information, there is a high correlation between the factors of "mass media" and "trend", "product information" and "pleasure" and "personal information" and "trend".

• Asian Journal of Business Environment
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• v.2 no.2
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• pp.13-21
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• 2012

Purpose - The purpose of this research was to suggest purchasing decision factors through understanding the context of purchasing behavior and to figure out variables related to purchasing decision, purchasing cognition, and attitude. Research design / data / methodology - By random sampling, 200 consumers who are over 20, have purchased Digital·home appliance on TV home shopping, and have lived in the Seoul area were chosen as sample subjects. Questionnaires data were obtained from all subjects by self-administration method. Results - Result of analysis could be summarized as following. Analysis of the cognition of digital/home appliance product features, and influence of digital/home appliance product feature to purchasing intention are presented in the following order; price (3.50), diversity (3.10), brand (3.00). Also, analysis of the cognition of TV home shopping feature and influence of TV home shopping feature to purchasing of digital/home appliance are presented in the following order; awareness (3.63), safety of delivery (3.38), safety of transaction (3.28), product test (3.27). Conclusions - Purchasing attention of TV home shopping features presented difference in awareness, safety of delivery, safety of transaction, and product testing factors. In order to vitalize home shopping, impossibility of quality confirmation should be overcome and reinforcement of brand power should be considered.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.1
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• pp.443-450
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• 2021

The paper investigates the factors that affect the decision of young Chinese consumers to buy high-end cosmetics. The study is based on the responses obtained by questionnaires from 400 respondents in Guangzhou, China. The information was collected and classified on the basis of gender, occupation, age and education in order to understand the main characteristics of the sample in a better way. The purposive, convenient and quota sampling techniques of non-probability sampling method were used. Besides this, the predictive test was carried out with 30 respondents to ensure the reliability and validity of the questionnaires. The data was put to descriptive statistical analysis and multiple regression analysis in order to verify the hypotheses. The data revealed that, while brand awareness does not affect the consumer attitude about the high-end cosmetics, other factors like product involvement, perceived quality, subjective norm, and word-of-mouth have significant effect on consumer's attitude and consumers' intention about high-end cosmetics. The findings of the study show that subjective norm, perceived value, word-of-mouth, and consumer attitude of cosmetic products highly affect consumers purchase intention of high-end cosmetic products. The research paper helps to form concrete and effective marketing strategy based on various aspects of consumer behavior for high-end cosmetics in China.

• The Journal of Economics, Marketing and Management
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• v.11 no.1
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• pp.13-19
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• 2023

Purpose: This study aims to determine which optional attributes are more important for the MZ generation when purchasing luxury fashion goods. Although sales are slowing down in all industries due to COVID-9, sales of luxury fashion goods are instead increasing, centered on the MZ generation. Companies are expanding online sales channels and transforming to gain more attention. Research design, data and methodology: Selection attributes are considered to be more crucial, when customers select luxury fashion products such as prestige image, brand awareness, reasonable price, and product quality, were researched and also find the correlation between satisfaction and purchase intention were analyzed. A survey was conducted focusing on the MZ generation, and the contents of the survey were analyzed using the SPSS 22.0 program and the Amos 26.0 program. Results: As a result of the study, selection attributes as prestige image, brand awareness, and product quality were proved to influence significantly on satisfaction. Moreover, the path of satisfaction to purchase intention proved significant. But reasonable price did not influence on MZ generations satisfaction. Conclusions: The research results present the selection attributes of luxury fashion products and provide significant implications when the MZ generation selects the attributes of luxury fashion products.

• Journal of Distribution Science
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• v.22 no.2
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• pp.31-40
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• 2024

Purpose: This study aimsto assert trust as an important mediator in the service business. The research topic relatesto service businesses that have low exposure to comparative information and weak consumer positions in terms of law, such as the beauty clinic businesses in Indonesia. Research design, data, and methodology: This study uses explanatory and purposive sampling. A survey was conducted among 268 Indonesians, collected by distribution via Google Forms. The hypotheses were tested using AMOS software. Results: The results indicate that trust did not have a significant role in mediating brand awareness, service quality, and price perception on revisit intention, but only mediated satisfaction. Furthermore, this study discloses the neutralization attitude and dissonance behavior represented by trust mediation. Conclusions: These findings attempt to expand the literature on the role of trust in the service business. However, the beauty clinic businessin Indonesia infers misbehavior. Misbehavior is caused by vulnerable conditionsin which consumers are unable to share their experiences with other consumers. The reason is that the defamation law in Indonesia is often implemented in the wrong direction. This must be corrected so that consumers obtain their rights and create a mutually beneficial relationship between beauty businesses and consumers.